Like many marketing technologies, programmatic video ad creation has been on the horizon for a while and now looks like it’s finally arriving as investment increases.
One great example is the Tennessee Tourism the organization. They used programmatic creative video for a pre-roll video ad campaign that included 12 templates with more than 2,000 final ad possibilities with the different versions put together to appeal to both geographic audience data and personal demographic data based on interests. The ads were put together on the fly based on first- and third-party data.
For example, a single 30-something who subscribes to Outdoor Magazine and bought concert tickets in the past year may be served an ad promoting Knoxville’s hiking and biking trails.
And a mom in Atlanta who recently searched for horseback riding and went to a theme park in the past year could be targeted with creative showing or the Tennessee Aquarium. Pre-rolls are served within the advertisers existing ad-stack. And are served on Facebook, OTT channels, Youtube and smart TV.
The core technology driving this ability is artificial intelligence with its ability to sort through massive piles of data and make decisions based on preset rules along with machine learning as the tech optimizes ad creative. AI is rapidly becoming an important tech piece for marketers, and in a way will allow marketers to get back to the more creative side of things by allowing them to think bigger picture while AI tech completes some of the more mundane tasks in putting together an ad.
Now, I might be biased, but I’m pretty crazy about the powers of Programmatic Creative Video within the ad-stack around here, and it all comes down to the captivating, multi-sensory effect data-driven video has on people. When you’re in the business of telling engaging and rich brand stories, video and data combined are your best bet to deliver an emotionally immersive experience.
O2, a telecommunications service provider based in the UK, tested the specific effectiveness of personalized video vs. traditional video in paid advertising. They distributed two videos to the same segmentations, with the difference being that one video contained personalization and the other did not. The video containing personalized creative saw a 128% uplift in CTR.
This is because personalized video caters to the individual. It’s a bespoke approach that resonates with audiences and, most importantly, drives results for businesses. programmatic creative looks at audiences not as a whole, but as individuals with unique motivations that need to be addressed as such.